Agenda

Session Filters

Masterclass Day Tuesday, November 14

Full Day Interactive Workshops

With deep dives into your choice of:

Day 1 Wednesday, November 15

  • November 15
  • 8:30 am - 12:30 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play "content Moneyball" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • Distribution | How you can get more eyes on your content through targeted, off-site channels
  • Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes
Show Session Description

PRE-CONFERENCE INTENSIVE WORKSHOPS

Included with All-Access, Premium & Platinum Passes, upgrade required for Conference Passes
  • November 15
  • 8:30 am - 12:30 pm
  • Stage 2
  • Pre-Conference
  • Understand what RankBrain is
  • Choose the right keywords
  • Determine if linking still matters
  • List content factors that really make a difference. Is it quality, quantity or both?
  • Measure SEO ROI, and the impact it has on your business
  • Justify your investment in SEO
  • Define AMP, and it’s importance
  • Solve the most common SEO pitfalls
  • Maximize your SEO investment
Show Session Description
  • November 15
  • 8:30 am - 12:30 pm
  • Stage 4
  • Pre-Conference
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
Show Session Description
  • November 15
  • 8:30 am - 12:30 pm
  • Stage 7
  • Pre-Conference
  • Set-up and diagnose issues with goal funnels
  • Use advanced segmentation techniques for fine-tuning your KPIs
  • Interpret KPI data to make business decisions
  • How to A/B test content for optimizing conversions
  • Track email, social, and other inbound marketing campaigns
  • Understand and utilize attribution modeling methods
  • Track offline conversion measurement tactics
  • How to dashboard and report your results
Show Session Description
  • November 15
  • 12:00 pm - 1:10 pm

Main Registration and Sponsor Demo Area Opens

Show Session Description
  • November 15
  • 1:15 pm - 2:25 pm
  • Opening Keynote
Show Session Description
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 2
  • Develop personalized content to drive sales via social
  • Create personalized moments throughout their customer journey to be present when matters
  • Understand how algorithms work across all the social platforms to be more relevant to your audiences
Show Session Description
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 3
  • Deploy social listening tactics to monitor online conversations about specific topics for your business
  • Develop a customer persona to understand how to approach your audience with the right message
  • Allocate resources wisely to the most appropriate content and channels
  • Analyze results to assess performance
Show Session Description
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 1
  • Understand how an “open sourced” brand experience comes to life in the world
  • Design a marketing project applying open source principles
  • Translate the benefits of this approach to your consumers and your team
Show Session Description
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 4
  • Develop a coherent and actionable customer review acquisition plan
  • Leverage reviews in each stage of the buyer’s journey from branding awareness to closing deals
  • Use reviews, customer feedback, and associated data points as a tool in your marketing strategy
  • Fill your sales funnel with customers with realistic expectations
Show Session Description
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 6
  • Define what GDPR is
  • Make your data management GDPR compliant
  • Make your processes for gathering customer data GDPR compliant
Show Session Description
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 7
  • Effectively communicate your market position
  • Deliberately guide prospects through key pages and decision points to the right actions
  • Use a detailed, reliable system for holding all design decisions accountable to marketing goals
Show Session Description
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 1
  • Uncover identity problems that commonly lead to marketing failures
  • Refocus your marketing efforts to tell more authentic stories
  • Make small tweaks immediately to boost engagement, trust and reputation
  • Lead others in transforming creative ideas into truly original ones
Show Session Description
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 2
  • Understand why inauthentic B2B content just doesn’t work
  • Coordinate your content marketing machine to leverage internal teams
  • Simplify the creation of content from internal experts so you get consistent, valuable material
Show Session Description
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 5
  • Survive and thrive as a customer-obsessed business
  • Utilize data to track your audience’s digital footprint
  • Personalize the customer experience
Show Session Description
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 7
  • Better understand the ROI and impact testing can have to your business and web experiences
  • Develop a comprehensive a/b testing and optimization plan
  • Understand how to leverage tools and methods for identifying high ROI areas for web optimization
  • Leverage and use data-driven decision making through the power of testing and learning
  • Be an optimization hero for your organization – taking the good, and making it great
Show Session Description
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 4
  • Determine if your website is accessible
  • Understand the many tools available for audiences who are blind or visually impaired
  • Identify new ways to better reach audiences who are blind or visually impaired
  • Avoid litigation as ADA and regulations become better defined
Show Session Description
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 6
  • Understand the role of podcasts in content marketing strategy
  • Determine metrics for success
  • Learn what you should be podcasting about (and what to avoid)
  • Be prepared for the investment you’ll need to make in order to be successful
Show Session Description
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 1
  • Create more engaging content to keep your audience engaged to consume more and return
  • Implement a repeatable process for crafting story-based content
  • Uncover customer insights to develop meaningful stories based on personas and buyer journeys
  • Map brand attributes to a distinctive brand voice
Show Session Description
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 2
  • Showcase the best in class budgets and how they are utilized
  • Make the case for increased paid social media budgets
  • Show the true value of your marketing efforts and the impact on business results
Show Session Description
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 6
  • Understand the fundamental shift in the role of the physical store
  • Identify the right partnerships and opportunities for experiential marketing
  • Build your brand with experiences
Show Session Description
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 5
  • Explore the art of the possible and pursue multiple ideas through design
  • Leverage design to refine web and app development requirements
  • Understand when to use exploratory design vs. executional design
  • Incorporate design thinking and open innovation into your projects
Show Session Description
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 5
  • Leverage the bridge of death sketch to provide the core of a Google-dominating strategy.
  • Understand why Mr. Creosote is a perfect example of what not to do with your optimization.
  • Appreciate the fact that while content may be king, King Arthur-type content is ‘kingier’
  • Never be surprised again by search engine updates and the Spanish Inquisition
  • Quote the Dead Parrot Sketch by heart.
Show Session Description
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 4
  • "Caffeinate" your customer experiences with the 5 tips shared in the session
  • Improve personalization across channels to develop deeper relationships with customers
  • Better understand the significance of marketing in context
  • Increase the effectiveness of Marketing Technology in your business
Show Session Description
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 3
  • Develop your own consumer engagement roadmap
  • Simplify the technical complexity of a marketing technology landscape
  • Have a sense of the Do’s and Don’ts when it comes to the strategy and implementation of a consumer engagement platform
  • Better understand the challenges of personalization in a regulated environment and what to do about them
Show Session Description
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 2
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests
Show Session Description
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 7
  • Get and keep Featured Results – the most prime real estate available
  • Understand what types of content increases the likelihood of retaining snippets
  • Know where to find the best opportunities to acquire new snippets
Show Session Description
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 6
  • Understand why Wikipedia remains influential for brands
  • Get the Wiki community to see you as a resource rather than an interloper
  • Follow the steps needed to get your brand’s article created and/or edited
  • Avoid sock puppet/meat puppet/UPPE pitfalls and other critical mistakes
Show Session Description
  • November 15
  • 5:25 pm - 6:30 pm

Opening Reception

Show Session Description
  • November 15
  • 6:30 pm - 8:00 pm

Opening Night Happy Hour

Immediately after the Opening Reception wrapping up Day 1 of ISUM, join us over at Isaac Hunter's Tavern, a 2 minute walk from RCC. Enjoy more beverages, snacks, awesome live music, and more. Just make sure you save some energy for a packed Day 2! 😃 Must be registered for Internet Summit to attend.
  • Date: Wednesday, November 15
  • Time: 6:30 - 8:00pm
  • Location: Isaac Hunter's Tavern., 414 Fayetteville Street, Raleigh (view map)
Show Session Description

Day 2 Thursday, November 16

  • November 16
  • 8:30 am - 9:00 am
  • Stage 1
  • Understand, recognize, and use five key elements of a story
  • Quickly judge the “story worthiness” of a concept or outline
  • Provide keen, more efficient strategic direction for producers, partners, sponsors
  • Get to the gut - craft emotional narratives that resonate with diverse audiences
Show Session Description
  • November 16
  • 8:30 am - 9:00 am
  • Stage 7
  • Look at visual and interactive signals to build trust in the experience and product
  • Asses designs for how the viewer will trust their visual and interactive messages
  • Look at a product's long term success based on trust, rather than short-term profit gains
Show Session Description
  • November 16
  • 8:30 am - 9:00 am
  • Stage 5
  • Understand the impact of cloud infrastructure on releasing innovation in startups, enterprises and the public sector
  • Improve marketing outcomes by making use of new, low-cost tools for cloud-native customer insights
  • Beef up your cloud computing talent pipeline to address the demand for new digital talent
Show Session Description
  • November 16
  • 9:15 am - 9:45 am
  • Stage 5
  • Develop an actionable cross-channel marketing strategy
  • Identify new measurements to utilize to determine return-on-investment for new engagement platforms
  • Implement an attribution model to properly credit each touchpoint
  • Measure top-line ROI and incremental lift of a unified program
Show Session Description
  • November 16
  • 9:15 am - 9:45 am
  • Stage 7
  • Create impactful new marketing strategies that integrates all elements of your customer engagement and customer interactions spectrum
  • Identify new measurements to utilize to determine return-on-investment for new engagement platforms
  • Adeptly determine when to make changes to your strategies to account for new, emerging technologies
Show Session Description
  • November 16
  • 9:15 am - 9:45 am
  • Stage 2
  • Develop your content strategy based on desired output metrics
  • Design your distribution strategy to minimize friction for your audience
  • Maximize the value of your investments with derivative content and modular production
Show Session Description
  • November 16
  • 10:00 am - 10:30 am
  • Stage 2
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer's needs, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
Show Session Description
  • November 16
  • 10:00 am - 10:30 am
  • Stage 1
  • Understand how emerging technologies are changing the mobile engagement landscape
  • Study customer behavior to help predict what users will do next
  • Future-proof your mobile strategies
Show Session Description
  • November 16
  • 10:00 am - 10:30 am
  • Stage 5
  • Identify the key 20% of actions that drive 80% of results
  • Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
  • Use the most recent SEO tools, techniques and strategies that will not break the bank
  • Remove the complexity of tasks and streamline projects to move the needle
  • Collect actionable data to make the case for SEO budget and support
  • Design an agile and inclusive SEO process that works for everyone
  • Eliminate project downtime, reduce cost, and effect transformational change
Show Session Description
  • November 16
  • 10:00 am - 10:30 am
  • Stage 6
  • Use free and paid tools to execute your strategy consistently
  • Maximize your success with some digital marketing tweaks
  • Optimize your digital marketing efforts with the right tools in place
Show Session Description
  • November 16
  • 10:00 am - 10:30 am
  • Stage 3
  • Create and use events to understand user behavior
  • Use a tag manager to measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
Show Session Description
  • November 16
  • 10:00 am - 10:30 am
  • Stage 7
  • Better understand the customer journey to leverage 360 Marketing
  • Recognize the need for distinctive content messaging based on media tool
  • Prepare for the unexpected when partnering with Influencers
  • Leverage strategic partnerships to improve conversion rates
  • Utilize Media Mix Modeling to more efficiently evaluate ROI
Show Session Description
  • November 16
  • 11:00 am - 11:30 am
  • Stage 3
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
Show Session Description
  • November 16
  • 11:00 am - 11:30 am
  • Stage 7
  • Identify new, innovative sources of remarketing data you’re missing out on
  • Stop wasting ad budget on the wrong types of website visitors
  • Expand your remarketing reach to increase marketing ROI
  • Use remarketing to effectively move prospects from Lead to Closed/Won
Show Session Description
  • November 16
  • 11:00 am - 11:30 am
  • Stage 6
  • Define experiential marketing, as well as tactics and uses
  • Explain augmented reality and image recognition
  • Replicate how top brands use these powerful tools by viewing 4 video case studies
  • Integrate your team with strategic technology partners in this space
Show Session Description
  • November 16
  • 11:00 am - 11:30 am
  • Stage 5
  • Convince stakeholders that SEO recommendations must be implemented
  • Become best friends with your client’s development team in order to get your recommendations implemented
  • Identify and solve common SEO problems that large corporations frequently face (like keyword cannibalization)
  • Utilize unique workarounds to help push otherwise impossible SEO initiatives through
Show Session Description
  • November 16
  • 11:00 am - 11:30 am
  • Stage 1
  • Unravel what innovation really means for effective, customer centric organizations through a series of examples showing both success and failure
  • Use methods for making innovation a daily practice
  • Apply a new modern marketing framework to ensure your organization is doing enough to foster and nurture true innovative thinking
  • Adopt a framework for evaluating innovative ideas
Show Session Description
  • November 16
  • 11:00 am - 11:30 am
  • Stage 4
  • Create a data-driven culture, and bring along everyone on your team
  • Use data to define your marketing strategy
  • Design game-changing dashboards to focus everyone on what is really important"
Show Session Description
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 7
  • Apply the MIT Hacking Medicine process to develop creative solutions for your business
  • Understand how to break down the problems you are trying to solve
  • Build up new ideas and think more creatively about the solution
  • Make your solutions better, sustainable and more valuable to the end user
  • Develop a better understanding of how to think more entrepreneurially
Show Session Description
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 6
  • Change user behavior from “transactional” to “relational”
  • Use algorithms to drive content personalization, and when each works best
  • Implement workflow processes that augment staff labor with automatic data-surfacing
Show Session Description
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 4
  • Use a proven, actionable campaign framework that empowers marketers to embrace flexibility over a formal marketing plan
  • Understand why a successful go-to-market strategy today needs a core idea, a theme, and four specific types of content
  • Quickly identify, diagnose, and unexpected gaps in your marketing plan
Show Session Description
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 2
  • Understand what works and what doesn't for modern SEO
  • Optimize your internal linking structure to improve rankings
  • Identify where Google is not crawling on your site
  • HUse machine learning to speed up your link building efforts
Show Session Description
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 5
  • Develop an actionable brand experience for your target demographic in order to drive conversion and brand loyalty
  • Better understand the importance of social media engagement vs social media following
  • Comprehend the importance of influencers to brand experiences and conversions
  • Recognize strategic brand partnerships that lead to great brand experience
Show Session Description
  • November 16
  • 12:35 pm - 1:05 pm
  • Lunch Keynote
    Show Session Description
    • November 16
    • 1:05 pm - 1:45 pm
    • Lunch Panel
    With the ever-expanding proliferation of technological touch points, companies today are faced with an unprecedented opportunity to meaningfully engage with customers and, for some disruptors, create new markets to interact with their products and services. But despite the onset of e-commerce 15 years ago, many are still figuring out how to keep up with advances in digital. Making killer content, innovating around customer engagement, and evolving to grapple with changing shifts in revenue models all require a reexamination of how brands intersect with culture and customers. In this interactive panel discussion, attendees will hear from the thought leaders and change agents at leading brands harnessing technology to surprise and delight customers in unprecedented ways.
    Show Session Description
    • November 16
    • 2:05 pm - 2:35 pm
    • Stage 4
    • Synchronize customer acquisition and engagement efforts across all digital touchpoints
    • Monitor the performance of campaigns in real-time
    • Take ownership of your customer data
    • Connect with customers and predict potential touch points
    Show Session Description
    • November 16
    • 2:05 pm - 2:35 pm
    • Stage 3
    • Understand the impact of experimentation and why the right testing story is critical
    • Identify the plot of the story through quantitative research, qualitative research and behavioral science
    • Challenge lasting assumptions to uncover plot twists
    • Trade traditional reporting for more effective narrative techniques
    Show Session Description
    • November 16
    • 2:05 pm - 2:35 pm
    • Stage 5
    • Use data-driven digital nurturing more effectively (for nerds and non-nerds)
    • Create truly compelling content (fun for creatives, and the rest of us)
    • Provide remarkable customer experiences using 4 must-have ingredients (yes, there are more than 4, but someone screwed up and told us to lead this session so we picked four we like)
    Show Session Description
    • November 16
    • 2:05 pm - 2:35 pm
    • Stage 7
    • Creating consistency and refreshing brand look and feel
    • Evolving the voice to be more conversational
    • Creating video content to share the ‘why’
    Show Session Description
    • November 16
    • 2:50 pm - 3:20 pm
    • Stage 1
    • Define the team’s Connected Ecosystem and Connected Design strategy.
    • Inform the teams on the design process of their Connected Ecosystem.
    • Design application for popular streaming media devices like Smart TV’s, Gaming Consoles and devices like Apple TV and Roku.
    • Understand the ways that emerging technologies like VR+AR can be included in the connected strategy.
    Show Session Description
    • November 16
    • 2:50 pm - 3:20 pm
    • Stage 2
    • How to perform deep content topic ideation to capture organic traffic
    • Ways to shift your strategy to adopt agile methodologies
    • Magic of a Hub & Spoke content model
    • Why search engine optimization is more critical than ever
    Show Session Description
    • November 16
    • 2:50 pm - 3:20 pm
    • Stage 3
    • Comprehend why it’s important to think mobile-first
    • Develop a cohesive strategy to making a mobile-first shift
    • Understand what areas still need desktop attention
    • Decide what marketing channels to ditch and which to double down
    • Discover new technologies that can help your company compete in a mobile landscape
    Show Session Description
    • November 16
    • 2:50 pm - 3:20 pm
    • Stage 4
    • Integrate all marketing channels into a single focus
    • Recognize the complexities behind your customer acquisition goals and how they relate to your sale
    • Determine levers you can you pull to motivate your customers to buy
    • Leverage your data to inform even the minutest details of your sales campaigns
    Show Session Description
    • November 16
    • 2:50 pm - 3:20 pm
    • Stage 7
    • Achieve successful, healthy app releases on the enterprise level.
    • Successfully marry your users needs with century-old business needs.
    • Break down walls of silo's in large companies and collaborate (seriously!)
    • Build a culture of innovation and change the the way you deliver value to customers.
    Show Session Description
    • November 16
    • 2:50 pm - 3:20 pm
    • Stage 5
    • Understand why being only data driven can lead to making the wrong decisions for your users
    • Decrypt why your user is doing things
    • Uncover how to balance data and insight inside a scientific method to amplify your business outcomes
    Show Session Description
    • November 16
    • 3:35 pm - 4:05 pm
    • Stage 5
    • Understand core behavioral differences between millenials and other age cohorts
    • Better understand the complexities of consumers’ fragmented attention spans
    • Know where ad spend and user time growth is occurring across media, and how to use that to your advantage
    Show Session Description
    • November 16
    • 3:35 pm - 4:05 pm
    • Stage 7
    • Identify the typical sources for startup ideas
    • Share ways to turn ideas into a start-up worthy effort
    • Outline four simple steps to getting your startup off the ground
    • Pinpoint thinking that derail most startup founders
    • Build confidence, momentum and startup muscles that you can apply in any role
    Show Session Description
    • November 16
    • 3:35 pm - 4:05 pm
    • Stage 1
    • Understand America’s relationship with ecommerce and how Amazon is the major player in the online ecommerce ecosystem
    • Review stats and information about the current trends in online shopping
    • Identify the difference between Vendor Central (1P) versus Seller Central (3P) and what is the best for your business needs
    • Take advantage of paid Amazon services such as Amazon Marketing Services (AMS), Amazon Media Group (AMG), A+ Pages, and Brand Registry
    Show Session Description
    • November 16
    • 3:35 pm - 4:05 pm
    • Stage 3
    • Use specific techniques to begin the brainstorming process
    • Determine how to approach your own brand or products identity in order to properly assess the direction of your content
    • Address the positive and negatives of your content in order to drive towards being funnier
    Show Session Description
    • November 16
    • 4:20 pm - 5:00 pm
    • Closing Keynote
    A bad customer experience (CX) obviously has the power to tarnish a brand: Take your pick of recent PR fiascos to prove it. But subpar CX can chip away at your business even if you don’t have a major crisis on your hands. In fact, 42% of Americans will stop buying from a brand after only two negative encounters. Customers expect perfect harmony between every channel, employee, and feature in your product, but in a digital landscape where you rarely have total control, how do you deliver? The answer lies in the three components of great CX: ubiquity, consistency and emotional resonance. In his keynote presentation, Mark Josephson will outline best practices, tools and insights that will help brands convert more customers and reduce churn on their way to achieving CX nirvana.
    Show Session Description
    • November 16
    • 4:20 pm - 5:00 pm
    • Closing Keynote
    Come to this fun session where Ann Handley, author of Everybody Writes and Content Rules, will help us imagine where we’ll be one year from today. What will we be talking about? What are the themes and programs we’ll remember? What will we have done to inspire our audiences? Set yourself up to succeed in the next year by thinking NOW about the elements and approaches that will generate best-in-class content, to make your own future perfect.
    Show Session Description
    • November 16
    • 5:00 pm - 6:00 pm

    Closing Reception

    Show Session Description
    • November 16
    • 6:00 pm - 7:30 pm

    ISUM Closing Afterparty

    After two great days of content and the Closing Reception at RCC, join us over at Jose & Sons for a final nightcap before saying your goodbyes. Enjoy a couple of final beverages and celebrate two days of being awesome! Registration Badge Required: Must be registered for Internet Summit to attend.
    • Date: Thursday, November 16
    • Time: 6:00pm - 7:30pm
    • Location: Jose & Sons | 327 W. Davie St. #102, Raleigh (view map)
    Show Session Description